As I said before, it comes down to your definition of 'free' (which is subjective) - in the OP, Matt's definition of free is something that has no marginal cost to the individual (i.e. you're going to do it anyway), and you get something out of it. My definition of free is more along the lines of it has no absolute cost to the individual (i.e. it requires zero outlay whatsoever, regardless of whether you're going to do it yourself). Both takes (and others in between) have arguments for and against, and I think are both valid.
